Challenge: FastSpring, an e-commerce platform for software companies, was having a challenging time positioning itself and its value in the marketplace. While many companies offer point solutions that software companies can piecemeal together, FastSpring’s real value...
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“Filming” Your Blockbuster B2B Go To Market Story
Much is made by many including myself of getting your go to market narrative and value messaging nailed. SO IMPORTANT. Without a great story and value messaging, you can NEVER reach and leverage Message-Market Fit and achieve and grow market leadership. Aligning your...
FireEye – Modern Malware Exposed
Challenge: Ken engaged with FireEye in late 2009. At the time, they had revenues in the low millions of dollars, primarily in the .EDU market. FireEye came to Ken to help them better explain their value to buyers who could not fit them into a current category in the...
Jumio – Trusted Identity as a Service
Challenge: Ken engaged with Jumio in late 2016. Jumio, a provider of real-world identification technology and services, had a differentiated offering, but was challenged in communicating why this mattered to prospective customers. They too often found themselves...
Some Thoughts on B2B Marketing Part 3, March 29, 2020 : Getting in Tune
Hello again from my home office. A few days ago we had a hailstorm here in Menlo Park. I figure we have now added hail to pestilence in the list of 2020 plagues. Hopefully we wont be seeing any frogs, boils or bloody rivers anytime soon, but I guess at this point I...
Some Thoughts on B2B Marketing Part 2, March 22, 2020 : Tone, Channel and Content
Hello from my home office. We've all had a once in a lifetime few weeks, and the future remains uncertain, kinda scary, and unprecedented. I managed to get a social distanced walk in with my friend Neil yesterday, and it was nice to have the interaction and the fresh...
Some Thoughts on B2B Marketing on March 17, 2020
I want to start this ENTIRE post with two caveats. First my motivation is to share ideas not to sell anyone anything. In this upside down time, I want to share for two reasons; first to see if I can help folks with ideas and thoughts and second because writing is how...
My Amazing and Disappointing Day with Edward Tufte
If the Edward Tufte course Presenting Data and Information were a rock concert, I'd imagine the review would read something like this, "Greatest Hits Shine While New Material Mostly Misses". And in many ways, Tufte's 1 day event is more concert than course. Or maybe...
Messaging, It’s a Team Sport – Part 1: Three Success Factors to Consider
One of the first questions that always comes up in EVERY messaging project I am part of is, "well who should be on the team". This may seem obvious, but the make-up of the team may be the number one determinate of the success of the project. So before we blurt out an...
Customer Nirvana – What IS Beyond Customer Success?
It's become cliche' to talk these days about Customer Success. As companies scale beyond the first 50-100 customers, they often shift from a simple support mindset to a customer success one. They implement technology, appoint a VP or Director of Customer...
May the Best Story Win: Competing Narratives and Market Leadership
I recently read Yossi Klein Halevi's "Letters to My Palestinian Neighbor" a book I highly recommend for those interested in learning more about the Palestinian/Israeli conflict. It offers hope and a path to a possible peace. BUT don't worry, this post is NOT about...
Who Should Your Start-Up’s First Marketer Be?
In my previous post here I outline the Four Marketer's that every start-up needs, the The Promoter, The Storyteller, The Growth Partner and the Demand Generator. My old friend Karen, the COO at a new foodtech startup emailed me and asked, "how would you view hiring a...
The Four Marketers You Need in Your Start-up
Building your initial go to market team in your start up is hard. You've got to balance domain expertise and functional expertise, experience and energy and cultural fit. Add to that, the role of marketing is so complex, you've also got to balance within the marketing...
10 Years of Awesomeness and the Future of Storytelling, Truth and the Art of Marketing.
I'm lucky enough to be sitting on a tropical beach in the Caribbean Sea as I celebrate 10 years in my Marketing Consulting and Thought Leadership Practice and yet another birthday while taking the time to sort out where my practice leads me next. I know these things...
AlleyWatch: How Storytelling is Changing Cybersecurity Marketing
The man that George Lucas called, "his Yoda" and what this master has to teach you about authoring breakthrough story like FireEye, Jumio and others have.
Position available here
Join my practice as a part-time business manager. Independent Contractor – Role Description - This is a 1099 Independent Contractor Position About the job: KJR Associates seeks a part-time contractor to act as the business manager for its growing thought...
Entrepreneur’s Podcast Network: How to Capture B2B Customers’ Attention Amid the Information Clutter
On this Podcast I chat with Eric Dye about independent buyers, value and authority driven sales and marketing. Oh, and a bit of Flashmobs, Parades and Movements thrown in for fun!
With Jim B on the Small Business Advocate Podcast
Ken Rutsky joins Jim Blasingame to reveal some of the things you have to do to reach savvy customers who already know almost as much as you.
Radio Interview with Bert Martinez
I chat with Bert on all things market leadership related!
Cybersecurity Marketer’s of the Year Recognized
Over 200 Gather to Celebrate and Recognize Corley, Kohli and Campbell as 2019 Marketers of the Year
When You Have Too Much To Say…Try this 3x3x3 Messaging Grid Rubric!
Many of us just don't know when to stop. We have product messaging overload. We are so proud of our babies and the myriad of features and amazing benefits we can talk, or write forever. But what we say doesn't stick! SO STOP. Your listener only can remember so many...
Beat Your B2B Competition Like Einstein Would: A New Theory of Relativity
CEOWorld Article
How to Capture B2B Customers’ Attention Amid the Information Clutter
BlogCritics Reviews Launching to Leading
"Business-to-business marketing professionals who utilize the breakthrough strategies offered in this valuable playbook can achieve a competitive advantage, if not a movement, for their organizations."
YoungUpstarts.Com : Storytelling Secrets
The Storytelling Secret That Will Rock Your Result